Breitling celebrated the official reopening of its New York City flagship on Madison Avenue last week following a full redesign to the brand’s industrial-loft style.
CEO Georges Kern and Breitling USA president Thierry Prissert co-hosted a star-studded event with actor and producer Charlize Theron and ballet dancer Misty Copeland.
The guest list included former American football quarterback and host of The NFL Today Boomer Esiason, professional American triathlete Ben Hoffman, CBS Golf and NFL reporter Amanda Balionis, Grammy Award-winning musician Eric Harland, astronaut Scott Kelly, and professional golfer Gary Woodland.
Breitling’s Madison Avenue flagship was closed over the summer for a major refurbishment of the split level store, which now adopts the signature industrial loft apartment style.
The aesthetic is borrowed from the fashionably converted apartments of the once industrial lower Manhattan area, but has been rolled out to cities all over the world before finally making its way back home to Midtown.
The store adopts themes from Breitling’s watch collections grouped into timekeepers for air, sea, and land through aircraft-inspired elements, surfboards, and vintage motorcycles.
Like most upmarket watch stores today, there are watch bars and lounge areas where customers can be served in discreet comfort.
“Forget all your notions of what a watch showroom looks like. With this boutique redesign, we’ve created a relaxed, uplifting, and inclusive environment that you’ll feel the moment you step through the door. By redefining the whole premise of the retail experience, we’re achieving our vision of being the undisputed leader of neo-luxury,” suggests Mr Kern.
It is only ten years since Breitling opened its first flagship boutique in the world in New York City in 2011.
In 2016, the boutique was relocated to its present 575 Madison Avenue.
The showroom has 90 feet of wrap-around sidewalk frontage, and 4300 square feet over the ground and mezzanine floors.
Breitling USA president Mr Prissert says the new, inviting aesthetic and design will be the ultimate destination for any Manhattan-based watch aficionado and for those visiting from around the world. “We are looking forward to the new boutique becoming a relaxing and inclusive environment to welcome our local clients, as well as new customers who enjoy watches with a tasteful yet approachable luxury style,” he adds.